Apple Music has revealed a striking new visual identity that turns sound into moving artwork. The redesign combines music, liquid effects, and creative technology to deliver a distinctive experience.
The company recently introduced a bolder Apple Music logo and showcased its updated branding at Apple Music Hall in Battersea, London.
Now, Apple has released a behind-the-scenes video explaining how its creative team developed the new look over several months.
Moreover, the design draws inspiration from Apple’s Liquid Glass style, which features smooth surfaces, flowing movement, and transparent effects.
How Sound Waves Created the New Design
Rather than relying on computer-generated animation, Apple used real sound vibrations to produce the visual effects.
To achieve this, Apple Music collaborated with British music producer Fred Again… and acoustic specialists NEST Acoustics.
The creative team began by engraving the Apple Music logo onto the glass base of a small tank. Next, they filled the container with mineral oil.
They also positioned a transparent, app-shaped cover above the logo and connected the setup to a vibrating mechanism.
When the team played specially selected musical notes, the equipment transferred vibrations into the liquid.
Consequently, the oil formed moving ripples that changed the logo’s appearance.
The result was a flowing visual sequence shaped directly by sound.
New Branding Appears in Apple Music Videos
Apple plans to introduce the animation at the beginning of its music videos.
Additionally, a shorter version featuring the two-note musical symbol will appear over footage, including concert performances.
These visual introductions aim to create a recognizable identity across Apple Music content.
Furthermore, the design connects sound and imagery, reinforcing the platform’s focus on music and artistic expression.
Apple Continues Its Creative Branding Approach
The project follows Apple’s earlier approach to visual storytelling.
In November 2025, the company introduced an Apple TV branding update that also used practical, camera-recorded effects instead of computer-generated imagery.
Similarly, the latest Apple Music redesign highlights physical materials and carefully controlled movement.
However, its strongest feature is the direct connection between musical notes and the resulting visuals.
Ultimately, Apple’s latest branding effort demonstrates how sound can become a creative design tool.
By transforming real vibrations into animated imagery, Apple Music introduces a fresh identity that celebrates music through both sight and sound.
